Trophy Hunt
- Brand
- Premier League
- Year
- 2023
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Adventure & Quest
- Platform
- AR & VR
- Agency
- ROSE
Objective
Premier League needed to manufacture excitement in the US for Summer Series, a preseason tournament with no league points at stake, ahead of the 2023/24 season. It wanted young American fans to feel the event mattered anyway, and needed a way to plant the brand's presence in five host cities without traditional billboards or the permits they require. A prize draw built into the game let the league collect fan data as a second win.
Solution
Fans open a link or scan a QR code on their phone — no app required — pick their host city, and get a map showing 20 trophies hidden around local landmarks, one for every club in the league. Walking up to a marked spot flips the camera into AR, a trophy rises out of the ground, and tapping it drops the club's badge into a personal trophy case and enters the player into a prize draw for VIP Summer Series tickets, a signed shirt, and other merch. Along the way players can snap a photo or video with a trophy, try on a mask that turns their own face into one, and watch their city's finds stack up on a shared online scoreboard. Fans outside the five host cities get a home version instead: place a Premier League trophy anywhere around them in AR, back their club, and enter the same merch draw.
Results
95% of players who opened the entry form completed it, users in host cities placed 4+ trophies each on average, and sessions ran 47 seconds of engagement per user.
- 1
The player finds the promo through Premier League digital and social channels, then scans a QR code or opens trophyhunt.premierleague.com directly in a phone browser, with no app download required, and grants camera and AR permissions to start the hunt.
- 2
The player selects their city from five Summer Series hosts (Philadelphia, Atlanta, Orlando, New Jersey/New York, Maryland/Washington); players outside those areas are routed into a home mode instead.
- 3
A built-in map shows 20 AR trophy locations across the chosen city, one per Premier League club; walking into a trophy's geofence triggers the experience, and tapping the screen spawns a 3D club trophy in the camera view with a sky-replacement filter, which the player can rotate and inspect along with details of that club's trophy.
- 4
Collecting a trophy adds its club badge to the player's personal trophy cabinet, which tracks progress toward the full set of 20.
- 5
Each trophy found grants one sweepstakes entry, up to 20 per player; a complete 20-trophy collection earns an entry for the grand prize, a signed Premier League shirt, while partial collections enter draws for VIP tickets to that city's Summer Series match.
- 6
At any trophy, the player can shoot a photo or video using a mask filter that turns them into the trophy itself, ready to share on social media.
- 7
Individual finds also feed a citywide total, with host cities ranked against each other on an online campaign leaderboard.
- 8
Players outside the five host cities get a home mode: they pick a favorite club, place its AR trophy anywhere around them, inspect it up close, take a selfie with the mask filter, share it, and enter a draw for merchandise.
- 9
If a player relocates from one host city to another during the tournament, their collection carries over and the map simply swaps in the new city's trophies.
